Most startup ideation follows the following sequence: 1. invent a bold new product 2. figure out how to market it In other words, the "Eureka" moment is in t

Most startup ideation follows the following sequence: 1. invent a bold new product 2. figure out how to market it In other words, the "Eureka" moment is in the product ideation step, while the marketing step is basically a schlep. But the inverse approach might actually be better: 1. invent a bold new marketing strategy 2. figure out a product to sell with it Don't assume that marketing is somehow a lower form of intellectual activity than engineering. It requires a strong aesthetic sense, a deep understanding of human psychology, mastery of technical tools, and the ability to be self-critical.